Loaf: Comfortable Furnishings from the UK

  • Location: multiple locations and online
  • Specialty: Comfortable laid back furniture from the UK
  • Price range: ($$) Mid-Range
  • Website: loaf.com

Store History

  • Founded: December 2008
  • Founded by: Charlie Marshall
  • Headquarters: London

Having lost a whole Saturday trying to buy a bed, Charlie Marshall decided to make the process as quick and hassle free as possible. So two years, 187 mattress factories and some seriously comfy beds later, we were born in December 2008. It turned out there were a lot of you out there who liked what we were doing and we have since become one of the fastest-growing companies in the UK.

With a focus on squishy, slouchy and comfortable furniture, Loaf is the absolute perfect name for this UK retailer. The store originally launched as a bed specialist in 2008 and since then has expanded to include casual furniture for the entire home. 

Name/Title: Charlie Marshall/Founder and Head of Loafing

Open date: December 2008

Inspiration for opening: Having lost a whole Saturday trying to buy a bed, I decided to make the shopping experience as hassle free, affordable and as speedy as possible. Since launching in 2009 and originally being the specialist for beds, we introduced sofas and bedroom furniture last year. In March we launched over 150 gorgeous new pieces including kitchen tables and chairs, bathroom furniture, coffee tables, side tables, floor rugs, kids furniture and art for the first time. And a load more comfy beds and sofas too! This year we are introducing lots of smaller accessories as well as pieces for the home office such as trestle tables and storage, five new tableware ranges, more modular sofas and footstools too. 

Merchandise source: All of our pieces are designed and made from scratch to achieve that relaxed, loafy look we’re all about. I seek out inspiration in vintage and antique pieces here in the UK and when I’m travelling. Spanish Architectural Digest is our bible for design and I always have a flick through for ideas. I also find Pinterest useful for the same reason. I then work alongside our in-house design team to create something that is nice and that isn’t going to blow the bank for our customers. I have three sisters, all of whom have lovely homes and very good taste. Everything at Loaf has to be vetted by them before it makes the final cut!  

Best selling item: Our ‘Coco’ bed is hands-down our best seller. Modeled on an original French beauty, Coco is solid, made of gorgeous weathered oak and has all of the chic but none of the squeak of an antique version! 

Your favorite item: My house is chock-a-block with lovely loafy things so it’s a tough task to single out one champion piece. One of my favorites is our new Crumpet sofa, so much so that I have just ordered one for home.

Favorite store (other than your own): To be very honest, I hate shopping! This is one of the reasons why I set up Loaf, to make the process for our customers really, really easy. I love brands that offer first class service and are simply great at what they do. As I’m a born and bred Londoner this includes Fiona McDonald in Fulham for mid-Century Italian antiques, the family-run Lina Stores in Soho who are in my mind the best Italian deli/shop in the city, The Cloth Shop on Portobello for fabrics and vintage cushions and The Little Greene Paint Company – my walls at home are coated in their colours and we always use their paints for Loaf’s photo shoots.  

(Images: Loaf)